Protagorean Antilogic and Multiculturalism

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For Muslim women, practicing hijab, the covering up of one's hair and body is considered an honorable thing to do. For non-Muslim women, covering oneself in such a manner is considered unusual, unnecessary and uncomfortable, particularly on hot, summer days.

In India, marriage is looked upon as the pragmatic joining of two families and, therefore, families often arrange marriages among young men and women. In the United States and many other Western countries, love is regarded as a powerful emotion that overtakes two individuals who have the right to decide their own romantic and marital destinies.

In Japan and other Asian countries, direct eye contact is considered rude and aggressive. In the United States, avoidance of eye contact is considered evasive, strange and, in some cases, offensive.

In some African countries, the practice of female genital mutilation is common, accepted and deemed necessary if a woman is ever to find a husband to marry. In the West, this practice has been condemned as barbaric and horrific.

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Which culture is right and which is wrong? How do we navigate our way through a world where such differences exist? Do we here in the United States have a right to dictate to people in other countries with radically different cultural beliefs how they should behave?

Centuries after Protagoras' student wrote the Dissoi Logoi, Protagoras' ideas on relativism and measured debate are as relevant as ever in our modern world. In fact, the whole thrust of the multicultural education movement in the United States, which began in the 160s, is a Protagorean artifact.

In the Dissoi Logoi, the student uses Protagoras' doctrine of opposing arguments to illustrate his closely related concept that humans are the measure of all things. It is in the second section of the treatise entitled "On Seemly and Shameful" that the author deals directly with the issue of cultural relativism.

He writes that

To Spartans, for example, it is seemly that girls should exercise naked or walk around bare-armed or without a tunic, but to Ionians, this is shameful…….. The Thracians count it an adornment that their girls tattoo themselves, but in the eyes of everyone else tattoo-marks are a punishment for wrong-doers……Massagetes cut up their parents and eat them, and it seems to them an especially seemly form of entombment to be buried inside of one's children; if a person did this in Greece he would be driven out of Greece and die a miserable death for doing things that are shameful and horrible.

Just as the ancient Greeks had to communicate and co-exist with the Macedonians, the Spartans, the Scythians and the Thessalians, modern-day Americans must interact with the Iraqis, the French, the Mexicans, the Koreans and the Canadians (a notoriously difficult nation). Not only that, but there are more and more people coming to the United States every year from all over the world and staying here to raise their families.

According to 000 U.S. Census Bureau statistics, the number of Americans identifying themselves as white/non-Latino dropped from 7.57% in 180 to 6.1% in 000, and the number of African Americans rose only slightly from 11.56% in 180 to 1.6% in 000. In contrast, the numbers of Americans identifying themselves as Asian rose from 1.54% in 180 to .60% in 000, and the number of Latino Americans rose from 6.45% in 180 to 1.55% in 000.

The antilogic and human-measure principals are useful in a society such ours where ethnic and cultural diversity makes absolute truths difficult to qualify. Protagoras asserts that all knowledge is relative to each individual's perspective, which is invariably shaded by their psychological, social and cultural backgrounds. He also asserts that for every issue one can think of under the sun, there are "two arguments opposed to each other".

Instead of defining the argument for one culture's way of doing things as superior to another culture, Protagoras would encourage the close examination and comparison of each competing logos in order to gain a deeper understanding of both. This approach to dissension would be in keeping with the philosophy behind the modern multicultural movement.

Multiculturalism developed out of the U.S. civil rights movement of the 150s and 160s. During the latter part of the 160s, activists began openly challenging the American educational system, demanding that it be more egalitarian and inclusive of all races.

Following the civil rights victories of the 160s, there was a push throughout the country to change schools' curricula for students at all levels, from Kindergarten through college. But changing the curricula so that it was less racially exclusive was only one of the agendas of the multicultural movement. In the 170s and 180s, gender, sexual orientation, ethnicity and disability all became areas of focus for the movement as well.

In his 18 book Multicultural Education Issues and Perspectives, James Banks, one of the pioneers of multicultural education, wrote that

In order to maintain a "multicultural school environment", all aspects of the school have to be examined and transformed, including policies, teachers' attitudes, instructional materials, assessment methods, counseling and teaching styles.

Protagoras would undoubtedly endorse multiculturalism, in principal at least, if he were alive today for it encourages dialogue among and between parties with opposing perspectives. Antilogic demands a robust exchange between two, different and generally competing logos. It urges us to not only accommodate opposing arguments, but to seek them out and to recognize them as being as valid as our own. It emphasizes the importance of a true, vigorous exchange of ideas, where each side really listens to the other and doesn't merely try to gloss over differences in order to arrive at a superficial agreement.

It is often illuminating to note the detractors of a movement or philosophy because in defining the contrasting elements of a competing ideology, the contours of the original ideology become easier to define. Not surprisingly, many of the critics of the multicultural movement argue that Western culture is superior to all other cultures and need not share the academic or artistic stage with them.

Scholars such as philosophy professor Allan Bloom uphold the Western cannon of texts as the more authentic and valuable than those of other cultures. He argues that by insisting that students learn about other cultures, the educational system weakens itself. Without complete hegemony, his reasoning goes, Western-centered researchers and scholars will face oblivion.

In his 187 book Closing of the American Mind, Bloom states

War is the fundamental phenomenon on which peace can sometimes be forced, but always in the most precious way. Liberal democracies do not fight wars with one another because they see the same human nature and the same rights applicable everywhere and to everyone. Cultures fight wars with one another. They must do so because values can only be asserted or posited by overcoming others, not by reasoning with them. (p.0)

As far as Bloom sees it, there can be no antilogical "bilateral flow" of information between those who value the Western cannon of educational teachings, which of course includes the artifacts of ancient Greece, and those who value the teachings of other cultures. Bloom and other critics of multiculturalism would be more closely aligned with Plato and Aristotle than with Protagoras in their belief in one, absolute notion of truth and, in their case, culture that is superior to all others.

They would also be more in line with Plato in their contempt for those who do not seek out the unadulterated truth or bow down to the superiority of Western culture. The aroma of elitism is unmistakable in many of the writings of the critics of both rhetoric and multiculturalism.

In addition to those who oppose the multicultural education movement because they believe it threatens the traditional Western cannon of arts and letters, there are those who attack multiculturalism because they believe it threatens our freedom as individuals.

Followers of the author Ayn Rand, who espoused a philosophy of radical individualism, have also been ardent critics of multiculturalism. They believe that every individual's reality is unique and different from everyone else's reality. According to their philosophy, selfishness, egotism and capitalism are good and anything that resembles communalism or collectivism is bad. They despise multiculturalism because they think that it encourages a "group-think" mentality, and denies individuals who belong to a cultural group the freedom to develop an identity that is independent of their group identity.

In light of the fact that critics have labeled Protagoras solipsistic, it is ironic that those who embrace radical individualism -- a philosophy that could safely be categorized as solipsistic -- attack a neo-Protagorean philosophy such as multiculturalism.

In his 00 book Many Sides, Michael Mendelson, Ph.D. defends Protagoras from those who charge him with solipsism by pointing out the inherently social nature of his antilogical theory. Mendelson argues that for any logos or argument to have any meaning to anyone other than the rhetor, it must be

"……examined alongside alternative positions, the antilogi which naturally arise in the process of open, social exchange. Only by comparing the widest variety of positions and counter-pointing each against objections raised by another can we arrive at ideas agreed upon as sound." (p.44)

This, of course, is a far cry from the solipsistic philosophy of denying that anything exists outside of the "realm of personal consciousness".

Proponents of multiculturalism and good, old-fashioned Protagorean debate would have to agree that the diversity and complexity of our modern world demand a reexamination of rhetorical dialogue. Our world today isn't that much different from ancient Greece in that the men and occasionally women who we elect democratically to run our public affairs still face similar crises. Not the least of these include whether or not to wage war on a country when all of the facts are still be gathered.

It is more important than ever that we don't rely on our own counsel to navigate ourselves through the multicultural maze we also know as the world. The time has never been better to endorse the Protagorean principal of strenuous debate and respect for those who oppose our way of thinking for if everyone is right, then as Bloom so vividly states, war will continue to be our "fundamental phenomenon."

References

Banks, James (187) C. Banks (Ed.), Multicultural Education Issues and Perspectives. Boston Allyn and Bacon.

Bloom, Allan (187). Closing of the American Mind. New York, New York Simon and Schuster.

Mendeldon, Michael (00). Many Sides A Protagorean Approach to Theory, Practice, and Pedagogy of Argument. Dordrecht Kluwer Academic Publishers.

References

Banks, James (187) C. Banks (Ed.), Multicultural Education Issues and Perspectives. Boston Allyn and Bacon.

Bloom, Allan (187). Closing of the American Mind. New York, New York Simon and Schuster.

Mendeldon, Michael (00). Many Sides A Protagorean Approach to Theory, Practice, and Pedagogy of Argument. Dordrecht Kluwer Academic Publishers.

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Analysis on a midsummer night's dream

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Two themes present in many of Shakespeares plays, the struggle of men to dominate women and the conflict between father and daughter, form a large part of the dramatic content of A Midsummer Nights Dream. In the first act both forms of tension appear, when Theseus remarks that he has won Hippolyta by defeating her, Hippolyta, I wooed thee with my sword (1.1.16), and via the conflict between Egeus and Hermia. Adding to this war of the sexes are Lysander and Demetrius, both wooing Hermia away from her father.

It is therefore necessary to realize that A Midsummer Nights Dream is really a play about finding oneself in order to be free of these authoritative and sexual conflicts. The forest therefore quickly emerges as the location where all of these struggles must be resolved. Hermia will try to seek her freedom from Egeus in the woods, in the process fighting a battle against arranged marriages and for passionate love. The buffoons, in the form of the artisans, add an undercurrent of comedy which at first masks the very real events unfolding on the stage. Yet later they will provide a terrifying (albeit funny) vision of what could have happened in A Midsummer Nights Dream, in the form of their Pyramus and Thisbe play.

Recalling Romeo and Juliet, Theseus offers Hermia the choice of the nunnery or death. As always in Shakespeare (note Juliet), this is not a viable option for a young woman who is beautiful. Hermia therefore decides to run away rather than face the certainty of death.

A remarkable aspect of A Midsummer Nights Dream is that it contains a play within a play. The story of Pyramus and Thisbe serves to not only show the tragedy that might have occurred if the fairies had not intervened, but also to comment on the nature of reality versus theater. Nick Bottom, afraid the lion will frighten the ladies, get them to write a prologue in which the lion is explicitly revealed as only being an actor. Adding to this, Pyramus must further provide a commentary in which he informs the audience that he is not really committing suicide, but is only acting.

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This play within a play is therefore used by Shakespeare to make a subtle point about theater, namely the fact that it is only acting. Elizabethan times were not so far removed from the medieval past that actors lived with impunity, regardless of their roles. The threat of censorship was very real, a fact that Shakespeare makes laughable in Pyramus and Thisbe. A further purpose of pointing out the distinction between theater and reality could have been to try and convince the public that it does not matter what is put on stage, since the audience clearly knows that it is only a facade. However, Shakespeare throws all of this into doubt with his suggestion in the epilogue that the play has only been a dream.

The aspect of the woods as a place for the characters to reach adulthood is made even more explicit in this scene. In the dialogue between Helena and Demetrius, the woods are a place to be feared, and also are a place to lose virginity. As Demetrius warns, You do impeach your modesty too much, / To leave the city and commit yourself / Into the hands of one that loves you not; / To trust the opportunity of night / And the ill counsel of a desert place, / With the rich worth of your virginity (.1.14-1). Thus the forest can be allegorically read as a sort of trial for the characters, a phase they must pass through in order to reach maturity.

Hermias serpent serves as a sign of the monsters which are in the woods. This plays into the fact that the woods are not only a place which the characters must escape from, but are also a place of imagination. Hermias fear of her dream, in which the monster and the danger are only imagined, is meant to show the audience that the danger in a play is only imagined by the audience; neither the play nor Hermias dream are real

What is interesting in this scene is the interchangeability of the characters. Lysander and Demetrius, Helena and Hermia, each of them switches roles and becomes the other person. One of the primary ways that Shakespeare indicates maturity is to make his characters distinct. Thus, at this stage of the play the lovers are clearly not yet mature enough in their love to escape from the forest. Puck makes this clear by the way he leads them around in circles until they all collapse in exhaustion. It is this interchangeability that must be resolved before the lovers can fully exit from the forest.

The nature of this interchangeability is further evidenced by the characters themselves. Helena says to Hermia

We, Hermia, like two artificial gods Have with our needles created both one flower, Both on one sampler, sitting on one cushion, Both warbling of one song, both in one key, As if our hands, our sides, voices, and minds Had been incorporate. So we grew together, Like to a double cherry (..04-10).

Like to a double cherry. This line sums up the reason why they are lost in the forest it is necessary for them to become distinct from one another. After all, Lysander and Demetrius have been able to shift their love to Helena without noticing any difference whatsoever. Therefore, the forest is not only a place of maturation, but also of finding ones identity.

Perhaps the most famous line from A Midsummer Nights Dream is when Puck remarks, Lord what fools these mortals be! (..115). His exclamation, directed at the ridiculous antics of Lysander, is also a direct jibe towards the audience. The nature of human love is challenged in this line, which implies that people will make fools of themselves because of love.

Shakespeares challenge of what is real versus what is only dreamed emerges in full force in this scene. Oberon decides that he will resolve the conflicts once and for all, saying, And when they wake, all this derision / Shall seem a dream and fruitless vision (..7-). Thus the lovers are expected to wake up, each loving the correct person, and each having found his or her own identity.

The transition of reality into only a dream emerges a second time in Act Four. Oberon tells Titania that Bottom will think no more of this nights accidents / But as the fierce vexation of a dream (4.1.65-6). Indeed, this is exactly what happens The eye of man hath not heard, the ear of man hath not seen, mans hand is not able to taste, his tongue to conceive, nor his heart to report what my dream was (4.1.05-07).

It is the way that Bottom deals with his nightmare of a dream that is important and interesting. Not only is he not afraid of it, but he wants to turn it into a ballad. Turning a fearful nightmare into a fun song is crucial to understanding what Shakespeare has done with A Midsummer Nights Dream. This play is the Romeo and Juliet theme woven into a play, taking the sad tragedy and converting it into comedy. Thus Shakespeare is making a further comment about the nature of plays and acting, showing them to be a medium by which our worst fears can be dissipated into hilarity.

The nature of doubling emerges once again in this act, but for the last time. Hermia remarks that, Methinks I see these things with parted eye, / When everything seems double (4.1.186-7). This comment occurs right after Theseus has overridden Egeus desires and agreed to let Hermia and Lysander get married. Hermia is correct about the fact that this is a doubling of marriages. In spite of escaping from the confusion of the forest, there is still a lingering uncertainty about whether Lysander and Demetrius have been able to distinguish between Helena and Hermia. The effect of having a double wedding merely makes the newfound differences more vague, making Hermia wonder if things still are in fact double.

This final act at first seems completely unnecessary to the overall plot of the play. After all, in Act Four we not only have the lovers getting married, but there has been a happy resolution to the conflict. Thus, the immediate question which arises is why Shakespeare felt it necessary to include this act.

The answer lies in the fact that Shakespeare is trying to drive home a point about theater; he wants to make it very clear that the ending to this play could just as easily have been tragedy, not comedy. The Pyramus and Thisbe play makes this very clear because it parallels the actual action of the lovers so closely. Pyramus and Thisbe decide to run away, a lion (one of the monsters in the forest) emerges and seizes Thisbes cloak, and when Pyramus sees the bloodied cloak he rashly commits suicide. This ending could easily have been the ending to A Midsummer Nights Dream.

The final act also serves to challenge the audiences notions about reality and imagination. Seeing the pathetic acting of the artisans, Theseus remarks that, The lunatic, the lover, and the poet / Are of imagination all compact (5.1.7-8). By this he means that it is imagination which makes people crazy, but it is also the imagination which inspires people. Without imagination it would be much more difficult to enjoy a play, as evidenced by the farce of Pyramus and Thisbe, about which Hippolyta comments, This is the silliest stuff that ever I heard. Theseus helps her overcome this problem by saying, The best in this kind are but shadows, and the worst are no worse if imagination amend them (5.1.07,08). Thus, the imagination can solve all the problems.

Perhaps the most telling line of the last act is when Theseus asks, How shall we find the concord of this discord? (5.1.60). That is exactly what has happened in the play itself, namely there has been a resolution to the discord of the lovers in the initial scenes, which by the end has turned into concord.

The play is considered a comedy. The most famous character is the spirit, Puck. It is believed to have been written around the same time as Shakespeares Romeo and Juliet, and shares many characteristics with that tragedy a plot centering on rebellious young love, florid imagery in language that often feels more separate from the dramatic action than it does in Shakespeares more mature works. Pyramus and Thisbe, the comical tragedy performed by the mechanicals at the end of Midsummer, bears an even closer resemblance to the plot of Romeo and Juliet.

The plot has several strands, and the relationship of Oberon, king of the fairies, and his estranged wife, Titania, is mirrored by that of Duke Theseus and his bride, Hippolyta, who are about to be married - to the extent that the parts of Oberon/Theseus and Titania/Hippolyta are sometimes played by the same actors. Two young men, Lysander and Demetrius, are both in love with the same woman, Hermia; Hermia prefers Lysander, but her friend, Helena, is in love with Demetrius. Into the middle of this complex situation stumbles Bottom, a weaver and the leader of a group of common working men who intend to perform a play as part of the Dukes wedding celebrations. Oberon recruits Puck to help him regain Titanias devotion, but his simultaneous attempt to help the young lovers goes wrong, resulting in confusion. As usual with Shakespeare, the comedy has a bitter-sweet note, when Hermias two lovers both, temporarily, turn against her.

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Effects of media

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INFLUENCE OF MEDIA

Before the late 1th century, there was only the printed word to convey information to the masses. Since then, the world has seen the invention of radio, television, and most recently the Internet. One of the most powerful means of communicating ideas is through the use of mass media. The mass media has become an extremely persuasive industry, especially with children and adolescents. Children and adolescents can be very influenced by what someone says to them, or what they see. The Committee on Public Education reported last year that young people spend more time in front of the television than they do in school or with their parents. Mass media has a negative influence over pre-adolescents and adolescents because it creates distorded self image, encourages violence, contains very explicit sexual content and also promotes the use of drugs.

Mass media had always had a greater impact over the thoughts and belifs of women than those of men("Body Image and Advertising, pg 1). It has always played a very important role in a womens every day life. Women, especially adolescents and pre-adolescents because of how easily they can be influenced, have always had a lot of preoccupations with their outside image, and consequently, they are extremely concerned about the way they are seen by others. Since mass media exists, the images of women that are presented in it play a larger role in the formation of women's body images reather than the opinion of friends or family. Women that are presented in media show extremely thin models, which can promote such eating disorders as bulimia and anorexia nervosa (refer to appendix images 1, and ). Mass media provides to its audiences an unrealistic and often unhealthy image of the beauty of the women. All of this women become concerned about their outside appearance trying to imitate the beauty of women that they see or read about in the mass media. A big subject will be the teenagers who try o become models or actress. Catherine Stevenson, who is a seventeen year old girl, who is starting to become part of the modeling job, says "I've seen lost of anorexian girls been ask to loose more weight because if not they will kick them out of the company." She also comments that all of these girls will do anything to become their dream true.

This obsession, of trying to be like women seen on TV or magazines, can lead to eating disorders. Eating disroders develop as outward signs of inside emotional problems. They can develop into a way that people deal with and solve their problems. Eating or not eaitng is used to help to handle painful feelings such as being unsatisfied with your body. The link between mass media and suffering any kind of eating disorder problem its becoming more powerful every day that passes. The influence of media in the spreading of eating disorders cannot be denied. Since chilhood women is been attack with images and messages reinforcing the idea of to be happy and succesful it is necessary to be thin. Often, adolescents feel bad and depress if their bodies, including weight, hips and breasts, do not match with the model that the TV is showing in that instant, or with the singer that is being shown in the article on the magazine that they read two minutes ago. As a university professor called Prof. Michelle Wolf says in his article called SF State researchers release study about women, the mass media, and the development of body image

People are dying from anorexia, bulimia, and other eating disorders while trying to attain some ideal body image that is initially created by a family and peer group dynamic and is then reinforced by a consumer culture that is driven by narrowly-defined images of beauty..."(pg 1)

Although distorded body image has always been known to have a major affect on women and girls,in the last ten years the preasure on boys to appear muscular has also gorwn. Many males are becoming extremely insecure with their body appearance as media increases the emission of standard and idealize well-built men. These images had generate a variety of responses from teenage boys, some turn to the use of anabolic steroids, others increase their dietary suplaments like Creatine and most of them get obsessed with excesive weigh training. A survey conducted last year found that steroid use among boys ages twelve to seventeen increased by twenty five percent from 1 to 000("Steroid Use Growing Among Young Boys", pg 1). A teen psychologist Dr. Meredith Branson in the article Striving For the Baywatch Boy Build page 1 says "Ive seen boys becoming addicted to exercise. Some guys exercise as much as four hours a day. These people say they are not addicted, but when they try to exercise for only three hours, they have problems..."

Anorexia, bulimia, the excessive use of steroids, the obsession with dietary suplaments and the addiction to exercise in adolescents are all very serious problems mainly caused by the steriotyped images shown in TV, the continious articles in the magazines about 'the perfect body' and by the pressure that media implements over young society.

Another of the problems that the adolescent society has to deal with is violence in media. Young minds had been exposed to violent films and TV programs over the past thirty years. In the same period of time, violent crime between adolescents also increased significantly. It is difficult to belive that simply viewing a movie, or listening to a song can be so damaging to children. But there is a lot of evidence and real cases that show how dangerous movies and songs can be. This was the case of a high school student of a small town on Germany who got obsessed with a video game, and after playing it for several hours, the next day he kill lots of students and teachers in his class("The mass media" pg 14). The National Committee on the causes and prevention of violence reported in 16 that violence in the media had a negative effect on children and on adolescents. Violent movies or TV shows encourage violent forms of behavior and promotes violence in daily life as being an acceptable thing. Violence in movies should have strict regulation because it has negative effects on the behavior on a children.

The formation of gangs is also a negative result that mass media promotes. Gangs get into the lives of young people through the media. A recent study indicates that from 185 to 11, the annual rates at which young men aged 15 to 1 years old were killed jumped 154 percent.

The entire increase was attributed to the use of guns in gang situations("Gangs the new family", pg 1). Movies or videos which show gang members enjoying the fruitsof their ilegal activities can suggest in some minds of childrens and adolescents a way to reach the goal that all people of that age are looking for, success; and the way that sucess is earned in those movies or videos is usually by the use of violence. Sometimes these movies go too much into detail in showing very explicit things. Also the fact that this gangs are almost never cought after commiting and endless list of ilegal actions influence children into believing that they as well will not receive any negative consequences for their actions .

The negative perceptions that women has in media can affect to women in real life because of the continuous promoting of violence over women. Women are often presented as victims of violence, or as sexual objects in media, this can contribute in the way that women can be seen in real society. Men who had watch a number of films in which women are presented in sexually degrading or violent situations become increasingly less anguished by violence against women("Violence, women and the media", pg1). Not only tv or movies are influencial, other media like songs or music videos or video or computer games degradate women in thier emissions. Songs like Stripped, Raped and Strangled by Cannibal Corpse and Smack My Bitch Up by Prodigy are usually top ten songs among teens. As aforementioned computer games also affect in the role of women in society. According to sociologists, games such as Tomb Raider encourage sexism and condition adolescents to view the world as they do the in their computer screen.

A relationship between aggression and childrens viewing of mass media violence exists. Media violence stimulates agression. Media violence should be restricted and limmitated because of the infinity of harmful effects that has over pre adolescents and adolsecents.

On the same way that practicing violence is a problem, early sexual intercourse among adolescent is also a public health problem. This can be caused by a long variety of factors, but one of the major factors that cause it is the media. In films, music, or other kind of media sexual images and dialogues among others are becoming very explicit. In addtion to this, some of those images or dialogues are unrealistic, mistaken and confusing information that an adolescent or a child can take it as a fact, and accept it as a real thing. Most of the teenagers take TV programs, movies and magazines as reputable sources of information about sexuality. Usually, and rarely happens, the movies never promote the use of contraceptives or show the consequences that can cause the lack of uning it. Another fact that can be very influencial is that in TV usually the people who are having sex are characters of ages between eighteen and twenty four, and sometimes less than eighteen("Media literacy and middle grade students a rationale."pg 1). Sex on TV can have other harmful consequences like the disatisfaction with virginity, the premature birth and even it has been associated with the lower of the academic records and scores.

On the other hand, media also promotes the use of alcohol tabaco and other ilicit drugs like LSD. Lots of movies describe or represent in a very explicit way drugs, and usually not because they were advertising about the consequences of them, but because they were using them as a way of solving problems, or mostly as a way of having fun. Movies and song are the two major types of media that influence over the use of drugs. The use of drugs in movies and songs is countiniously (refered to appendix figure 1), more often in movies than in songs (referred to appendix figure ) but still popular songs are very influencial. The use of drugs in them is usually commited by very young people (refered to appendix figure )and this can be misunderstood by adolescents. In addition to this the reference to drugs in movies and songs is used as a way of avoidence of troubles and worries, this could seriously motivate adolescents to use drugs as a solution to their problems. The use of drugs in movies or songs, or any kind of media sould be restricted because it encourages adolescents to use them.

Mass media has a negative influence over pre-adolescents and adolescents because it creates distorted self image, encourages violence, contains very explicit sexual content and also promotes the use of drugs. Beacuse all of this factors that were aforementioned there should be an increase in the number of educational programs and a restriction of harmful emissions.

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Comparison of a profit and a non profit organisation

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All organisation's whether they be profit making or non profit making have to increase awareness of their services and products to all of their key stake holders in order to maximise and achieve their set targets and objectives.

Most non profit making organisations operate in the services sector such as hospitals and local authorities or exist as charities such as Oxfam or NSPCC. The objectives of a non-profit making organisation differ from that of profit making organisations in terms of they have other objectives apart from making a profit. Their main primary goals are non economic, for example, Oxfam aim to alleviate hunger throughout the world. Over the years marketing amongst non-profit making organisations has become ever more important. This is due to the fact that many non-profit organisations rely on membership fees and donations so it is essential that effective methods of communications are used to increase awareness amongst individuals and organisations in order to maximise the memberships and donations.

In 14, the Oxford Committee for Famine Relief met for the first time, establishing what is now one of the best-known non-government organisations in the world, Oxfam. Oxfam Great Britain is a development, relief, and campaigning organisation dedicated to finding lasting solutions to poverty and suffering around the world. The organisations aim is to enable all human beings to have a life of dignity and opportunity. This is achieved through working with poor communities, local partners, volunteers, and supporters to overcome poverty and suffering.

Oxfam works in 70 countries throughout the world joining together to fight poverty. Oxfam helps by giving money and advice, helping people to help themselves. This way they grow more food, dig wells for clean water, train health workers, learn to read and write, plant trees and gain confidence and build mutual trust.

Oxfam relies on public donations to continue providing long-term support to the people around the world. Oxfam uses powerful advertising to persuade the general public to make a donation. This powerful advertising is usually done via television. The adverts show people, usually children in third world countries suffering due to poverty and famine, asking you to donate three pounds a month. This initial scene is set to play on the viewer's mind and inflict a feeling of guilt. The advert then shows how your donation will be spent, stressing the fact that your money will be a long term investment. This is aimed to give the viewer satisfaction and reassure them that their money going to be used in a positive way. At the end of the advert a telephone number is given for viewers to ring up and donate using a debit cards. There are a number of ways available in which you can make a donation to Oxfam, the latest method available is through a secure online donation, using a credit card, other methods include a monthly direct debit installment or the more traditional cash donation.

Oxfam's other main source of finance is through their Fair Trade Shops, which sell quality, handcrafted products from around the world. Oxfam use to raise money by selling clothes and bric-a-brac donated by the general public. In the mid 0's Oxfam developed their product range, through market research they discovered people were more willing to by hand crafted items than second hand clothes etc. Due to this Oxfam decided to work with other countries and have them produce handcrafted products and sell them in Oxfam stores. Oxfam works with over 0 countries in Africa, Asia and Latin America. This scheme is known as Oxfam Fair Trade, helping people earn a living from their skills. Oxfam help train and support the producers, linking them with consumers and paying them a fair wage. Oxfam have developed this scheme so consumers know that the people behind the products get a decent wage and a fair deal.

Through developing and extending their product range Oxfam also developed their market. The new product ranges attracted people from different market segments meaning their target audience grew and incorporated a wider target market.

The key stakeholders of Oxfam are as follows

Committee (organisers), aid relief workers, volunteers (shop workers etc),

Customers, members (people who donate on a monthly basis), individuals in the third world who Oxfam will benefit.

Media, Banks.

It is essential that profit making organisations identify their target markets through extensive research and develop a successful marketing mix that will hopefully achieve all of their aims and objectives. As expected the main aim of a profit making organisation is to maximise profits, this then allows organisations to meet other objectives such as to grow and expand.

Marks & Spencer is a renowned company world wide, which prides it self on providing top quality products and service. Marks & Spencer was established in 1884 by a Russian refugee named Michael Marks. Marks ran a small market stall selling clothes insisting on selling high quality products, which has become a trademark of M&S over the years. In 184 Marks formed a partnership with Tom Spencer, a clerk for a clothing company, Dewhurst, which is still a major supplier for M&S. This is when the company's name Marks & Spencer was first introduced. In 16 the company became a public limited company (plc) and in 11 the company started selling food. In 175 their first European store (in Paris) was officially opened. Over the years the company has grew and gained a successful reputation. Their group turnover is £8bn, on which they make £1bn profit (a very high profit/turnover ratio compared to other retail stores). They have 68,000 employees, and serve 15m customers per week. Their UK business provides 0% of their turnover, half from food and half from other sources. There are 00 stores in Britain with 7 situated throughout the world. Their European stores are run as franchises; they also have US subsidiaries under different names.

Throughout the 180's Marks & Spencer's company statement was to provide top quality products. This was the case and the company was renowned as one of the best in Britain. M&S undertook very little advertising as business was booming and their excellent reputation was spread via word of mouth leading to repeat custom. Due to this their customers were marketing the company themselves and this was a perfect way of reaching and broadening their target market through their target market.

However throughout the 10's Marks & Spencer's reputation started to fall and instead they gained a reputation of being dated and dull. By the late 0's both sales and share prices had fallen to an all time low. The board of directors elected a new chairman (Luc Vanderbelt), who was given the task of reinventing the company. His main objective was to give the company a new image and introduce product ranges that would appeal to a variety of target markets, young and old, male and female.

A number of new product ranges were gradually introduced, including a designer range named 'Autograph', a new casual men's range called 'Blue Harbor' and the much publicised 'Per Una' range designed by George Davies. In order to promote the company's new image extensive national advertising was undertaken. For the first time M&S were advertising in newspapers, magazines and on the television. Along with this all M&S stores were refurbished to give a more modern feel and appearance and new staff uniforms were introduced.

Since these changes have been made Marks & Spencer's sales have steadily started to increase and they have regained their reputation as one of Britain's most succesful companies.

The Key Stakeholders of Marks & Spencer are as follows

Board of Directors, Chairman, managers (regional, store, department), employees.

Shareholders, customers, suppliers, sub-contractors (cleaners, caterers), other sources of finance (banks etc).

Government, competitors.

Media, lobby groups.

From the two stakeholder diagrams you can see that there are some similarities between the two organisations in terms of the individuals and organisations concerned, but in general the structure under which these individuals are involved does differ. The first noticeable difference is the number of layers to each diagram. Oxfam has fewer people concerned with their business in comparison to a large profit making organisation such as Marks & Spencer.

The core of each diagram is similar with the people directly concerned with the running of the organisation. The main difference is Marks & Spencer has paid employees working in their stores whereas Oxfam rely upon volunteers to work in their stores.

The second layer of each diagram differs quite substantially. Both organisations rely upon customers as a source of finance. M&S also gain finance through their shareholders (purchasing shares from stock market) and banks whereas Oxfam rely on donations as their only other source of finance. The suppliers and subcontractors of M&S will also be placed in this second layer of the diagram as they are closely relied upon for the smooth running of the business. The people who Oxfam are aiming to help in the third world will also be in this section of the stakeholder diagram as they will be considered in terms of the aims and objectives of the organisation.

Marks & Spencer's stakeholder diagram has an extra layer, in this section it includes organisations who do not have a direct influence on the running of the company but do indirectly. These organisations include the Government (may affect M&S by introducing new laws and legislation's) and competitors (their advertising and pricing strategies may affect M&S sales).

The final section of each diagram consists of organisations who have no link to M&S or Oxfam but have the power to influence their target markets and the general public. These include the media/press and lobby groups. In terms of Oxfam the bank may also be included in this section of the stakeholder diagram, this is due to the fact the bank does not act as a source of finance as it does for M&S, it would only be used as a place to store Oxfam's donations.

In comparison the main difference between profit making organisations and non profit making organisation is their objectives. A profit making organisation such as Marks & Spencer aims to make a profit in order to pay dividends back to shareholders and grow and expand whereas a non-profit making orgnisation aims to reduce poverty through donations of the general public. However, one thing both types of organisations do have in common is they both conduct marketing and advertising in order to meet their objectives.

Please note that this sample paper on Comparison of a profit and a non profit organisation is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Comparison of a profit and a non profit organisation, we are here to assist you. Your cheap custom college paper on Comparison of a profit and a non profit organisation will be written from scratch, so you do not have to worry about its originality.

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Marketing case study on Godiva chocolates.

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Godiva's History and Background

Godiva is an established brand of chocolate that has been perfected to its highest capability and is considered to be part of a prestigious, upper class chocolate praline. The name Godiva was actually given in honor of the Legend Lady Godiva.

For generations, Belgium has tried to maintain an image of perfectionist throughout their unique society. It's no wonder how the company Godiva originated in Belgium from a man named Joseph Draps who owned and controlled the company from 10 up until 174 when Campbell Soup Company purchased Godiva International. It was then broken into three divisions, Godiva Europe, Godiva U.S.A, and Godiva Japan. All three divisions are equally valuable to the growth of Godiva.

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In 11 Godiva annual sales consisted of 6 million francs and still had a reported net loss of 10million francs. Within one year the new President of Godiva, Charles van der Veken took this mature unprofitable company and redesigned the exact way the company would operate. What Godiva did was, they raised all the standards of operations so that they became equivalent in comparison to the market styles of the U.S. and even Japan. Then the retail network distribution was down- sized to company owned stores and 54 franchises. To provide the consistent image of "most expensive", "nicest packaging", and "most beautiful stores", the company formed precise organizational rules for the remaining retailers of Godiva.

The second action Godiva took was replacing all the original sales staff and even the marketing team. These precise rules helped Godiva regain the original brand equity of the product while creating a uniform that presents Godiva's core competency of a high quality delicate tasting product in a luxurious packaging throughout the remaining stores. With the upgrade of standards Godiva immediately helped strengthened it's marketing strategy while still creating a future possibility of expansion into unexplored countries where the consumption of chocolate is increasing.

The Main Issues

Since Godiva was one of the first to originate in Belgium it should defiantly have a large grasp on the current market, but unfortunately it doesn't. In 11 Godiva only grasped 10% while their major Competitor Leonidas grasped 4% in a market that was estimated to be .6 billion francs at the time. When considering the population of Belgium, it is about times smaller than France, so actually 10% isn't necessarily bad, and it is descent. Looking at the competition, Godiva obviously wasn't living up to their potential in distinguishing their core competency, which resulted in a decline in their brand recognition. That was exactly why they reestablished their network chain to maintain the original idea of a luxury chocolate.

Problem #1

One area Godiva needs to re-evaluate is their retail distribution across countries. There are 5 company owned stores in the U.S. along with 800 department stores. Japan possessed franchised dealers and 67 department stores. In Europe alone, there are only 6 company owned stores with 0 franchises along with 41 department stores. The major problem is the disparity between the Godiva Boutiques globally as well as the Belgium boutiques.

Godiva needs to take into consideration the image that the retailer boutiques are presenting to the customer everywhere. They need to formulate a standard of functional themes throughout these boutiques globally. Functional themes meaning, that for every season change and holiday every single Godiva store carries out a uniform display. This change in the boutique scenery is very important seeing how Godiva isn't only for personal consumption, but for gift giving as well. About .1% of Godiva's purchases are for gifts and about 4.4% is for personal consumption. Because Godiva has a great luxurious appeal to both types of markets, it is very important for them to maintain high quality of standards for the presentation of the products in boutiques.

Problem #

It was now time for Godiva "to communicate the desired image of Godiva more widely, now that we have a retail network capable of maintaining that image on the level of the Triad Countries." (Pg. 86) Yes, Godiva already has brand recognition globally, but they wanted to take this brand recognition into one "common" perspective. Godiva's particular advertising sends an appeal to non-conservatism middle-upper class consumers. What Godiva needs to do is capture the remaining market with an appeal of affordable luxury despite cultural differences. If Godiva wants to send a global common message, they will need to take this segmented market; A- chocolate pralines for the rich and elite, B- chocolate candies for the average self-indulgent consumer, and view each as a combined market.

Analysis of Options

Godiva currently has a competitive advantage globally because of its buy-out from Campbell Soup. When Campbell bought Godiva it provided a golden opportunity that none of the other competitions had available. This buy-out was beneficial to Godiva because it gave them the upper hand in being the first to expand globally. But before they could expand globally they needed to see what exactly was going on with the company internally.

Analysis of Problem #1

After a good review, it was obvious that the product strategy was suffering. Even though Godiva had the competitive advantage, it seemed as though it did not know how to imply it throughout Belgium. When in comparison to the U.S. and Japan, the product strategy is quite different because it is viewed as fairly "new". The evolution of Godiva began in the Belgium market, so consumers have watched the growth of the product along with its competition. With the long-term presence of Godiva in Belgium, it was going to be difficult to impress the Godiva image in Belgium any further.

The first part of the actual plan to help improve Godiva would be to create a new product strategy that resembles the American way, and will still be able to eventually be applied globally. The repositioning of the product strategy should be founded upon a trail basis in the Belgian market because of the heritage and familiarity of Godiva. The Belgium market seems to be suffering the most, with a small possession of 10% in market shares. It almost seems as though the plan can only become beneficial experiment for Godiva. Using the Belgium market as the trial period could help place Godiva back into the position amongst the competition, number one!

The channel distribution is going to be a key factor in reducing the differential qualities in the boutiques. Godiva needs to create a unique boutique design that is uniform to all Godiva franchises, department stores, and even company owned stores. The image of each store should portray similar qualities such as the store displays, floor layout, and even the employee presentation of customer service. By setting the standards high, it should reinstate Godiva's brand equity while justifying the price of the product through the total quality of the product.

Analysis of Problem #

Godiva presently has a total budget of 1 million Belgian francs per year. The 1 million helps provide funds for Godiva to sponsor events such as golf tournaments. With an additional 1 million bf Godiva would be able to pursue a global advertising campaign. If Godiva wants to send a common message of their image globally through advertising, with an American twist, they will need to consider a variety of factors that will affect their promotional mix.

One of the most important factors is the demographics of areas they plan on demonstrating the global campaign in. The first social factor would be the consumption of chocolate per country. Using the media can have an even larger impact on the increase in consumption. With an increase in the consumption of chocolate can only lead to an increase in sales. In a nine year period there was abundance in consumption of chocolate in Japan-54%, Italy 10%, Autralia-45% and even in America. Countries like Spain and

Portugal also accepted the idea of luxury and wealth, which are more susceptible to the idea of a rich luxury chocolate because it is still a new concept. The stable economy in these countries is another part of the reasons for acceptance. The U.S. and Japan are also good potential growth markets because both countries the idea of chocolates for a special occasion gift is popular. Countries like Switzerland, UK, and Germany are defiantly not the safest way to expand the global campaign. These countries are not idealistic because, the Switzerland chocolate market has plateau, the UK consumers are conservatives, and Germans do not recognize the pampering culture of chocolate.

A general focus should remain on the three main markets that exist in Belgium, U.S, and Japan for a couple of different reasons. The Belgium market deserves good portion of attention because the lost image of Godiva needs to be restored. Belgium is also the main center of operation for Godiva and even produces specialty products that other factories do not provide. The U.S. is another good target because it posses a large portion of company owned stores, and department stores. The U.S. also has a factory in Pennsylvania that produces 0% of the countries needs while the other 10% is imported from the main Belgium factory. The Japan market is key because it is at its prime for expansion. A majority of sales in Japan are seasonal but the fact that the price level is the highest in Japan it makes up for lost yearly sales. Japan actually pays Godiva the highest price for one kilogram of chocolate 4000 bf. The U.S. price level is set at 000bf and the Belgium price level is even lower, 1000bf.

Recommendations and Outcomes

After reviewing both problems and the courses of actions that will need to be implemented in order to solve these problems, it doesn't seem too far-fetched to implement both plans of action. If problem one is acted upon, it will send a reminder to the target customer about Godiva's image that has become uniformed through the upgraded boutiques. Grasping the potential customers attention is key because they need to be aware of what Godiva is actually offering in these boutiques. With the formality present in each and every Godiva boutique, it should have a positive impact on the customer leading to an increase in sales without affecting any costs.

Now on the other hand, implementing the second plan of action globally, will be a costly procedure somewhat. Godiva does need to seriously consider implementing the second plan of action as well as the first plan of action. The first plan is key to the success of the second plan, because without a trial market the success rate isn't proven and neither is the direction of the global campaign.

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The Relationship of The Awakening and Creole Society In The Awakening, Kate Chopin brings out the essence of through the characters of her novel. In this novel Edna Pontellier faces many problems because she is an outcast from society. As a result of her isolation from society she has to learn to fit in and deal with her problems. This situation causes her to go through a series of awakenings that help her find herself, but this also causes problems with her husband because she loses respect for him and the society she lives in. Throughout the novel she is faced with unfavorable circumstances which confuse and eventually kill her. Kate Chopin uses Creole Society in the 1890s as a basis for her novel and expresses it through Creole women, personal relationships, and etiquette. The Awakening is a book based on French Creoles and their lifestyle which is expressed throughout the novel. Creoles were French Creole Society descendents of French and Spanish Colonists of the 1700s. They had strong family ties because of Catholicism and were a tight community because they where considered outcasts of Anglo- American society. Clement Eaton says that "the Creoles, to a greater degree then Anglo-Americans, lived a life of sensation and careless enjoyment. They loved to dance, gamble, fish, attend feasts, play on the fiddle and to live without much thought of the morrow." Eaton 252 Creoles were very lively outgoing people because of their comfortable tight society. Activities such as Mardi Gras and Sunday afternoon Mass holiday spirits contribute the liveliness of these people (Walker 252). A large reason for their comfort and "live for the moment" attitude was that Creoles did not move west like most other colonists to claim land. Instead they stayed in relatively the same area and just grew in population without consumption of other lands . This caused a shortage of land so it had to be repeatedly divided among the families and it also made it difficult for the plantation system to operate successfully (Walker 253). Background of Creoles: Until 1888 the husband was legal guardian and was given custody of the children when in a divorce. In the 1890 segregation was legalized (Jim Crow laws), but blacks horizons were expanding also. "In Louisiana after the Civil War, African American men had voted in large numbers, held public office, served on juries, and worked on the railroad"(Culley 119). In Creole society people are generally very warm and open, having plentiful long relationships. A mother's relationship with her children is usually very close, loving, and caring. The children are usually constantly pampered by their mother. Creole women, " . . . were women who idolized their children worshipped their husbands, and esteemed it holy privilege to efface themselves as individuals and grow wings as ministering angels" (Chopin 16). Edna Pontellier, was not this type of mother though, she ". . . was not a mother-woman"(Chopin 16). Edna is just not able to fit in to the Creole society because she was raised in such a foreign way from what Creoles exhibit, it is just too difficult. Just little signs of affection towards her are difficult for her to grasp, "… she becomes confused when Madame Ratignolle touches her hand during a conversation" (Walker 254). "'She was not accustomed to an outward and spoken expression of affection, either in herself or others'" (Walker 254). Unbelievably, Edna and her husband are the most distant of all people because they were basically forced into marriage. He limits her and this infuriates her to the point where she gives up and just does as she pleases. He does this by speaking to her like a kid and treating her like a piece of property that he drags around because it is inproper for a man of his stature not to be married (Chopin 7). Robert is the only person in which she has a full relationship with. Unfortunately their relationship is limited they can only truly be friends. Since Adele Ratignolle doesn't want this relationship to be taken too far or seriously she tells Robert, "She is not one of us; she is not like us. She make the unfortunate blunder of taking you seriously" (Walker 254). The relationships that Edna has just continue to confuse her and inspire her at the same time. This confuses her, making her think that she is fitting in fine when in fact she is really in a mess, and is too deep to be changed into a French-Creole women of any standards. French-Creole women are thought of and shown to be very well rounded admirable women. They have many talents, skills, and a special way of life. "Creole Women are artistic by nature; they paint and play and sing" (Shaffter 137). They not only speak French, but usually several other languages also. In their speech they are usually very clear and articulant using gestures to ensure their point. Women in the Creole culture tend to be beautiful with a dark complexion, long black hair, and deep dark eyes (Shaffter 137). Walker describes Chopin's context of the story through this quote: The community about which she wrote was one in which respectable women took wine with their dinner and brandy after it, smoked cigarettes, played Chopin sonatas, and listened to the men tell risque stories. It was, in short, far more French than American, and Mrs.Chopin reproduced this little world with no specific intent to shock or make a point. . . . Rather, these were for Mrs.Chopin the conditions of civility. . . . People openly like[d] one another, enjoy[ed] life, and savor[ed] its sensual riches. (Walker 253) Creole women are very open and forward but also very careful with whom they make friends with (Shaffter 138). They show no shame and are very modest, never expressing their hardships. Stated by Shaffter , "As wives, Creole women are without superiors; loving and true, they seldom figure in domestic scandal" (138). Also, they generally, "… are good housekeepers, are economical and industrious" (Shaffter 138). Creole women are mostly surrounded by religion, which is spread throughout their large families and help give them a sense of belonging and an identity. During the 1890s woman began to become more recognized and started gathering power and strength in their society. They also were being allowed to expand possibilities which are strongly shown through the French-Creole culture. The New Orleans Daily Picayune was the first newspaper to be edited by a woman and to become a well-known American paper (Culley 121). During the 1890s this paper helped a number of women's causes. Their rights grew because of several women's rights groups such as the Portia Club and the Era Club which helped provide more opportunities for women. Eventually they won the right to vote on issues such local taxation and they voice on political matters was being felt (Culley 121). Unfortunately they had to deal with a fair deal of restrictions. For example, most of all married women were legally considered property of their husbands. All possessions that a women had attained and worked for including money were property of the husband (Culley 120). Women were getting many jobs that were as physicians, captains, storeowners, florists , and many others, although they were not being accounted for. "The national census of 1890 showed that 9 of the 369 professions listed for the city were women not represented" (Culley 121). In Creole culture, etiquette and behavior takes a large part of their society. This is why it is very important to be as proper as possible otherwise it could be very offending to another party or especially their friends. At all times it is best to "avoid all causes for complaint" (Wells 122). It is necessary for a woman who wants recognition in society to display "… her politeness and engaging manners, or skill in music…", along with the dressing up of her house (Wells 122). It should never be allowed by a lady, the disrespect of her husband, advice degrading him because "… confidants are dangerous persons" (Wells 122). When a Creole woman is walking through the streets she should walk quietly while being unnoticeable as possible. If she comes upon someone she recognizes they should be acknowledged with a bow and friends addressed with a verbal greeting (Young 125). When riding in a carriage a women's dress should not be flashy or expensive. It should be made of silks, velvets, and laces. The dress can drag a little but if it does too much dirt or soil could destroy it. A lady in Creole culture should always dress for the occasion, especially when going out to dinners or any special occasion. When going out to dinners the dress should be a full length silk or velvet material for winter and a light, lavish material for summertime. Jewelry should be worn all over being the best that can be attained and the dresses color should be a light neutral tint (Young 127). When receiving calls a females dress should be of silk or other light materials, but plain with dullish colors (Young 126). It should be worn with cuffs, lace collars, and light amount of jewelry, but when worn for special holidays or evenings the dress should be livened up. In all, The Awakening, vividly describes French-Creole culture and gives a strong feeling of it's Society in the 1890s. Women individuality and independence seem to be a overlying theme in this story. Chopin also describes Creole women, personal relationships , and the etiquette of Creoles throughout her Novel. Creole Society has a very close community that results in a fun and comfortable society. That was definitely shown in The Awakening , but not felt by Edna Pontellier who was just trying to find herself for her whole life. When she get intermixed with Creoles it showed her what she was missing, but was not able to grasp so that she could fit in to society for once.

Bibliography

Works Cited Chopin, Kate. The Awakening. New York: Avon, 1998. Culley, Margo. "Editor's Note: Contexts of "The Awakening." "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 117-122. Eaton Clement. The Civilization of the Old South. Ed. Albert D. Kirwan. Lexington: U of Kentucky P, 1968. 83. Qtd. in Walker, 252. Shaffter, Mary L. "Creole Women." The Chatauquan 15 (1982) : 346-347. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 137-139. Walker, Nancy. "Feminist or Naturalist?" The Social Context of Kate Chopin's The Awakening. 17(1979) : 95-103. Rpt. in "The Awakening" : An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 137-139. Wells, Richard A. "An Etiquette Advice Book Sampler." Decorum: A Practical Treatise on Etiquette and Dress of the Best American Society. (1886): 248-49. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994.122-125. Young, John H. "An Etiquette Advice Book Sampler." Our Deportment, Or the Manners, Conduct and Dress of the Most Refined Society. (1882): 56. Rpt. in "The Awakening": An Authoritative Text. Ed. Margo Culley. New York: Norton, 1994. 122-125.

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Biopure Case Study

Biopure Corporation

Case Analysis

Issues

A.How do we best market Oxyglobin?(promotion)

Alternatives

1.Go with an independent distributor with their own sales force

·Pos infrastructure already in place (database contacts, etc)

·Neg They also distribute for other manufacturers(what's to stop them from distributing directly competitive product?

·Neg15 minute visit per salesperson- focus is divided among all the other products they sell

·Pos They are able to set up a centralized training session for distributors (?? Time/money, etc)

·Pos Experienced salespeople- if it's a good product, they can/will want to sell them

.Manufacturer sells products directly

·Control over sales practices

·Cost of maintaining the sales force

·Cost to physically distribute ($10-$15 more) per unit (should go under distribution?)

.Use trade publications 4. Market Trade Shows (could be combined or separated)

·Taken seriously by attendees

·Only 5 publications, easy to advertise to

·Journals are effective vehicles to communicate the product

·Taken seriously by attendees (6 TS/year)

B.Whether and when do we launch Oxyglobin?(Product)

1.Launch Oxyglobin first

·Get immediate revenue

·Will add value to the public release of company because they already have a working profitable product

·There is currently a need for veterinary use (it will help save animals' lives)

·Spent almost nothing to develop Oxyglobin

·Lower manuf cost, can make more for the same resources

·Large capacity

·Already have a C.S,, Tech team to support it

·Studies on $$ and

·No foreseable competition ( years behind)

·They can learn from potential mistakes

·May find additional benefits

·Will be good for Hemopure later on because people would already be comfortable with the idea of using a substitute

·There was already a press release from The Boston Glove in /5/8

·Pricing structure of Oxyglobin will make customers question Hemopure pricing structure later

.Launch Oxyglobin after Hemopure

·Won't jeopardize Hemopure

·Need will still be there

·Low price will be explained by the application (psychological aspects)

·There was already a press release from The Boston Glove in /5/8

·Will open room for competitors to start doing clinical trials for veterinary usage

·Production infrastructure already in place

·Will give available capacity to Hemopure which is more expensive

·Oxyglobin release will be easier (less cost to market) because people will already be more familiar and hopefully trust the idea of a blood substitute

.Do not launch Oxyglobin

·Idle capacity not being used

·Spent $00 million to make Hemopure- can't take the chance

·Spent $00 million to develop the product- get some of the up front cost first

·Idea of a company with no released product- harder to sell to the public

·Launching Hemopure would be the first time people will be universally exposed to the idea of substitutes

·People will be hesitant to the idea if it wasn't sufficiently tried on animals first

·If people find out- they will be enraged that the launch was delayed (i.e. not be able to save lives of animals) for the sake of marketing

·Press has already been informed- anticipation is out there

C.How do we launch Oxyglobin without jeopardizing the potential for Hemopure (Promotion)

D.How do we best distribute Oxyglobin?(Place)

1.National Distributors

.Regional Distributors

.Trade Shows

4.Publications

E.How much should we sell Oxyglobin for given that it is similar to Hemopure?(Price)

1.$00Higher than donor blood

.$100 same as donor blood

.Lower than animal blood

F.When introduced, should Hemopures price be equivalent to its competitors, or should it be reduced in consideration of the price paid of Oxyglobin?

G.What promotional tools should Oxyglobin use to reach the veterinary markets?

H.What promotional tools should Hemopure use to distinguish itself from its competitors?

Strengths and Weaknesses

StrengthsWeaknesses

Sales Organization already in place for Oxyglobin HRBiopure is going public in the near future

Biopure is going public in the near future$00 million dollars in development (high compared to competitors) FINANCIAL

The public has already been informed (Boston Globe Article)Short half life

Oxyglobin and Hemoglobin are bovine sourced- more abundant and less expensive resource COSTPotential for higher toxicity

Already has a manufacturing facility MANUFACTURINGInternal strife (sales vs VP) and discussion regarding whether of not product should be released

Oxyglobin has just received final FDA ApprovalThey have to price Oxi on the low end due to the therapeutic use

Oxyglobin is shelf stableInternal arguments re pricing (value vs therapeutic use)

Oxi eliminates the shortcomings associated with transfused bloodDoes not have pricing data on Hemopure

Oxi is the FIRST blood substitute approved for any useProduct will be completely new and revolutionary, will have to spend more to educate the public

Oxi has a shelf life at room temperatureThey already have a sales team ready, cost has already been incurred- whether they decide to scrap the project or not

Universal substitute- decreasing the risk of rejectionWill be going Public soon and records will be open to the public

Northfield is susceptible to competitive pressure. COMPETITIVENorthfield is looking to specialize. COMPETITIVE

Easily accessible and administered to dying animalsPrivately held firm

Oxi requires less purification- thus it costs less to manufactureHas to rely on outside sources for financing FINANCIAL

Conducted surveys on pricing for OxiglobinMARKETING, exhibit Can only produce 00,000 of Oxyglobin

Privately held firm with no debtCan only produce100,000 of Hemopure

List advantages of HemopureHas not conducted surveys on pricing for Hemopure MARKETING, exhibit

First to market position for Biopure MARKETINGStruggle between Oxiglobin and Hemopure within the organization. ORGANIZATIONAL COMPETENCIES

Organizational Chart - ORGANIZATIONAL COMPETENCIESHemopure and Oxiglobin are made from animal (cow) blood.

Oxiglobin and Hemopure is not made from human blood. Sales are limited by production capacity and can only manufacture one product at a time. MANUFACTURING

Well defined target market for animal uses. EDUCATIONAL GROUPS

Durable product makes product readily available Baxter has deep pockets. COMPETITIVE

Lower fixed costs than competitors

Patents.

IPO will increase cash for infrastructure and other expansion.

Immediate revenue generation for OxiglobinImposing pressure of IPO may cause bad or poorly considered decisions.

Just received extra $50 million in fundingOrganizational Chart - ORGANIZATIONAL COMPETENCIES

Opportunities and Threats

OpportunitiesThreats

Human Blood Transfusions have major shortcomingsFDA Approval process is long and uncertain

Human blood has a limited shelf lifeChanges to the Sources/Development have to be resubmitted to the FDA

Autologous Transfusions are expensive Human blood actually costs less

Potential market exists for non-trauma cases (loss of 1- pints of blood)There is not a way at the moment to determine the price of keeping donor animals

Potential market for trauma cases that can now be transfused on site No cost tracking of animal donor system but blood itself costs less ($50-$100) than Oxyglobin

Availability and transfusion of blood is more constrained in the vet marketAvailability and transfusion of blood is more constrained in the vet market

System in place for Veterinary Blood donation is not very efficientVeterinarians tend to always offer the "low cost" alternatives

Lack of adequate blood supply for animal useVet market is relatively small (5% are emergency care)

Veterinarians consider transfusion as a last resort due to fear of complicationsBaxter Int and Northfield Labs

Baxter and Northfield products use human blood as the sourceStrict FDA regulation for Human consumption products

Only one in the vet marketBaxter and Northfield products use rejected human blood as the source

Northfield high raw material cost ($6 for rejected blood vs Baxter's $8) COMPETITIVEBaxter is an established leader in the field of blood related medical products

Northfield and Baxter are bound to compete against each other (not against Biopure) COMPETITIVEHas a $100 million dollar facility that can produce 1 million units (more capacity than Biopure) COMPETITIVE

Baxter and Northfield are susceptible to the public's perceptions (stock fluctuations)Distributors have an established and experienced sales force

Delays in the approval process for Baxter COMPETITIVEDistributors already have an established market for other products

Vets are gatekeepers- educate them and the product will be usedDistributors are not exclusive- they also market other competitors' products

Distributors already have an established market for other productsInforming the public made them a target for competition in the vet market

Raw materials readily available and stable. SUPPLIERSNo formalized supply process for mass production SUPPLIERS

Population increase NATURALLack of data on costs associated with donor puppies. ACCOUNTING

Excellent PR opportunity by saving the dogs and cats that would normally have died. POLITICALSuppliers may increase price of supplies once they realize there is a market for their product. SUPPLIERS/ECONOMIC

Inelastic demand ECONOMICPETA POLITICAL

Socially responsible use of product that is normally thrown out. SOCIALTechnological advances may allow competitors to catch up. TECHNOLIGICAL

Technological advances in blood storage may decrease competitors raw materials supplies. Technological advances in blood storage may decrease demand.

Increasing demand from aging population DEMOGRAPHICS, page 650Undetermined approval date by FDA, LEGAL

Northfield doesnt have a facility. COMPETITIVE.Baxter is strongest player. COMPETITIVE

Baxters R&D budget is dependent upon stock price. VARYING R&D BUDGETS

Baxter has more net losses to recoup.

Offer growth capability for investors. FINANCIAL MARKETSSome segments of population may oppose and refuse the use of animal (cow) products. DEMOGRAPHICS

Seasonal cycles of shortage in blood supplies increases demand for this product.Negative public reaction if we decide to withhold blood substitue for animals for reasons of profit. SOCIAL

Competitior products require refrigeration. TRANSPORTATIONMad cow disease. NATURAL

Competitor products have shorter shelf-lifes. COMPETITION

Perpetual market demand.

5 journals to choose

6 Trade shows a year-valued source of info

Immediate revenue generation for Oxiglobin

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